Recently I met with our friends at Wigwam Creative marketing to see what they’ve been up to lately. Since at WordenGroup we’re interested in hospitality PR, they previewed some work they’ve done for resorts like Devil’s Thumb Ranch and Antlers at Vail.
One takeaway I had from the meeting is that email marketing continues to be one of the most effective marketing tools when used correctly. According to the Direct Marketing Association, email marketing has an average ROI, or return on investment, of $38 for every one dollar spent. It makes sense to make the most of this powerful form of communication:
- How often to send: When I asked how often to send an email to your list, they said, “when you have something to say.” Makes sense, there’s no absolute rule about timing. If you have real information that people want to receive, they’ll open your email whenever you send it.
- A little info goes a long way: Citing the Barefoot Contessa as someone who does this well with her emails, the guys at Wigwam said just a little snippet of plaintext like “12 inches of new snow and a room for you….” followed by a link is enough to make someone click to learn more. You only have a few seconds to make an impression in email. Make it count with an engaging relevant information up top … and an engaging subject line too.
- Templates: Some email service providers give you the option to use a preset template. Some of them are fine, but many of them can end up looking a little generic. An well-designed template can improve response because it completely reflects your brand, which your readers trust. Trust equals more time spent reading your message.
- MyEmma, Constant Contact, and MailChimp are three of the most popular email programs—each with unique benefits. Constant Contact is the most basic for DIY, MyEmma and MailChimp with DOE for more advanced options.
- Newsletter sign-up: There’s a reason why websites continue to pop up with offers for email newsletter sign-ups—they work. Mailing lists are currency; the more emails you gather, the more names you have of people potentially interested in your product. Always ask for permission first. When you get that permission, make sure to honor it by delivering valuable, interesting content. It’s highly likely you will see an impressive return on that investment.